Damijan Mumel,
Bruno Završnik,
*Jadranka Prodnik
University of Maribor
Faculty of Economics and Business
Razlagova 20, 2000 Maribor, Slovenia
Phone: ++386 2 22 90 284
E-mail: damijan.mumel@uni-mb.si
Phone: ++386 2 22 90 292
E-mail: bruno.zavrsnik@uni-mb.si
GENERAL PROBLEMS IN THE FIBRE AND TEXTILE INDUSTRIES
*High School for Business
and Commerce
Mariborska cesta 2, 3000 Celje, Slovenia
Phone: ++386 3 42 85 450
E-mail: jadranka.prodnik@siol.net
Shopping Patterns of Older Consumers
in Slovenian Clothes Market
Abstract
The purpose of the research presented in this paper was to describe the clothes buying
patterns of older consumers in Slovenia. We collected the results of 271 older clothing
consumers through multiplicity samples. The respondents were divided into four groups in
the field of clothes purchases on the basis of their professional and social activity. Several
aspects of their consumer behaviour was examined: where our respondents buy clothes and
how often in each retail outlet, whether they like shopping, how often they buy clothes, how
much they spend, who/what influences them to buy, who or what influences their clothing
style and how, and other statements about consumer behaviour related to clothing. The
results are useful for product, place, price, and promotion management, and by extension
for planning differential marketing mixes for separate segments of the older consumer
market.
Key words: older consumers, clothes, social activity, professional activity.
figure is expected to almost quadruple to
2 billion [3].
Nowadays, elderly people differ substantially from all other elderly people before
them. They live longer, are healthier, more
vital and active, which has led to changes
in their lifestyle, attitude towards life and
in their consumer behaviour. These facts
make the segment of elderly consumers
worthy of a selective marketing approach
[4, 5]. The changing demographic trends
with the rise of the older population are
creating entire new marketing opportunities for several industries, including the
clothing industry [6 - 8].
Adults aged over 50, the so-called ‘grey
market’, have been the focus of several
pieces of research [9 - 12].
Demographic trends in Slovenia
The fact that over 30% of Europe’s population is over 50 has become important
information for marketers in Slovenia
since joining the European Union. Statistical studies on the ageing of the European population have suggested that
49% of Europeans will be older than
50 by the year 2020. The same applies
for the USA, Australia, Japan and other
developed countries [13, 14].
n Introduction
Population figures and forecasts suggest
that the youth market is shrinking [1].
The developed countries have more
people aged over 50 than ever before
in history, with growing trends in both
absolute and relative values [2]. Today,
there are approximately 600 million
people over the age of 60. By 2050 this
8
In Slovenia, older people are also becoming a very important part of the whole
population (Table 1). Slovenia has nearly
2 million citizens (48.5% men, 51.5%
women). Their life expectancy has increased from 70.3 years for men and 77.8
years for women in 1995 to 72.3 years for
men and 79.9 years for women in 2003.
and American cultures are gerontophobic. People have a fear of aging, and this
leads to unattractive images of aging.
The most prevalent and negative stereotypes of elderly people are as follows:
people over 65 are old, most older people
are in poor health, older minds are not as
bright as younger ones, older people are
unproductive, unattractive and sexless,
and all older people think and behave
the same.
This is misleading, compared to the
real situation. A finely tuned knowledge of older consumers is required,
as mass marketing is no longer effective. Generational marketing is more
effective and economical than mass
marketing, as it adopts a finesse and
precision which mass marketing lacks.
Generational marketing distinguishes
the differences between older people
who are not identical among themselves
or with other groups: their bodies are not
the same, their needs are not the same,
their values and aspirations are different,
they do not have the same financial reTable 1. Demographic trends of habitants
of over 50s in Slovenia; Source: Statistic
Yearbook of Slovenia (1992-2001).
Year
Number
of people
% of total
population
1991
489,000
24.0
1996
572,000
28.6
1999
590,000
30.0
2001
616,000
31.0
2004
650,000
33.0
2006
667,000
33.6
(projections)
The perception of older consumers
2011
702,000
35.7
2014
756,000
37.5
The over-50s are the target of preconceptions and stereotypes. Both European
2019
796,000
39.4
2020
801,000
39.7
FIBRES & TEXTILES in Eastern Europe April / Juni 2006, Vol. 14, No. 2 (56)
sources and they rarely follow the same
media [4].
How to segment the ‘grey’ consumers
To qualify as a market segment, a group
of consumers must satisfy basic qualifying criteria: measurability, identifiability,
accessibility, substantiability, actionability, stability, responsiveness and profitability [15, 16].
The traditional approaches to segmenting
older consumers involve demographic,
socio-economic and psychographic variables: age [4], lifestyle [17], gerontographics [18], levels of professional and social
activity [19], benefit-based segmentation
[20], discretionary income, discretionary time, responses to others, state of
health [21].
Socio-economic and demographical data
are attractive to use because they are
generally easy to obtain, understand and
apply. However, they lack richness and
must be supplemented with other data, in
order to provide a clearer picture of the
target groups.
Traditional methods of using demographical and socio-economic data alone are
known as the ‘backward type’ of segmentation analysis [22]. In contrast to this is
‘benefit segmentation’, which segments
customers on the basis of the benefits
they desire and seek. Benefit segmentation explains why consumers choose to
buy or prefer a particular product.
One important life stage variable which
is generally acknowledged as relevant
when predicting older consumers’ behaviour is professional activity. Social activity, which shows whether the consumer
becomes or remains active in associations, voluntarism or politics is a second
widely accepted criterion [19].
n Methodology
The main goal of our research was to find
out some of the main behaviour patterns
of purchasing among older consumers in
Slovenia.
As professional and social activity level
proved to be an effective basis for segmenting, we decided to use these two
criteria for our segmentation approach
(Figure 1). The second objective of this
research was to establish whether the
professional and social activity levels
play an important role in classifying
older consumers into different segments
in the field of clothes shopping. A review
of the literature shows that there is a lack
of research or other reliable information
on the consumption of clothes by the
elderly in Slovenia, as is also the case in
other European countries.
We divided the category of ‘professional
activity’ into two groups, the ‘retirees’
and the ‘employees’. Other categories
(housewives, unemployed) are included
among the retirees if they are (a) 58 years
old or more for women and (b) if they are
60 years old or more for men. Otherwise,
they are included as ‘employees’ if they
are younger than the upper stated years or
unemployed.
We also split the ‘Social activity’ category into two groups, classified on the basis
of a single question: ‘Are you actively
engaged in one or more associations?
[Yes/No]’, thus defining the socially active (‘Yes’) and socially inactive group
(‘No’).
We collected our data on the basis of the
following questionnaire:
a) Frequency of apparel purchase in
different retail outlets (5-point scale:
1=never to 5=very often),
Older consumers and the clothes
market
Socially inactive
Employed
Clothes buying
behaviour
of
socially active
employee
Clothes buying
behaviour
of
socially inactive
employee
Retired
Professional activity
Marketers want plenty of information
about older clothes consumers, such as
where they shop for clothes, where they
get their ideas for clothing from, what are
the main reasons why consumers shop at
their favourite store, their expenses on
clothes, their brand loyalty, what is the
important information they need to know
before buying clothes, their general attitude towards shopping for clothes, etc.
These questions also formed the basis of
our research.
Social activity
Socially active
Clothes buying
behaviour
of
socially active
retired
Clothes buying
behaviour
of
socially inactive
retired
Figure 1. Research model.
FIBRES & TEXTILES in Eastern Europe April / Juni 2006, Vol. 14, No. 2 (56)
b) Attitude towards shopping for clothes
(5-point scale: 1=don’t like shopping
at all to 5=like shopping for clothes
very much),
c) Frequency of purchasing clothing (6point scale: 1=several times a year to
6=I never buy clothes on my own),
d) Expenses on clothes per month (6 categories: 1=less than €50 to 6= €250
and over),
e) Importance of factors which influence
the purchase of clothes: price, quality of work-out, ease of maintenance,
fabric content, laundry instructions,
country of origin, brand name, fashionable, environmentally friendly,
past experiences with the brand,
service and personnel, payment conditions, arrangement inside the store
(5-point scale: 1=totally unimportant
to 5=very important),
f) Importance of factors which influence
the clothes’ style: (friends, acquaintances, consort, family, magazines,
catalogues, TV/commercials, store/
window displays, celebrities, sales
people, clothes I already have, clothes
displayed in the store (5-point scale:
1=totally unimportant to 5=very important),
g) Clothes purchasing statements: (5point scale: 1=agree totally to 5=disagree totally).
Sample, respondents and data
collection
The type of sample was a multiplicity or
snowball sample [23]. Between March
and April 2005, a questionnaire was
distributed to 500 Slovene citizens aged
from 45 to 85. At the first stage, the questionnaires were distributed to students of
the High School for Business and Commerce who fit the sample criteria regarding age. In the second stage, they distributed the questionnaires to those who they
knew and fit the criteria. This resulted
in a net sample of 271 completed and returned questionnaires. The response rate
was 50.6 %.
The sample consisted of 49% socially
active and 51% socially inactive respondents. As for professional activity, 58% of
respondents were retired and 42% were
employed. The combination of professional and social activity (active/inactive)
resulted in more or less equally sized
groups: 21% were socially active employees, 21% were socially inactive employees, 28% were socially active retirees,
while 30% were socially inactive retirees.
9
Table 2. Frequency of shopping for clothes at different retail outlets, frequency of shopping for clothes and expenditure on clothes per
month in € of older Slovenes.
Socially active Socially inactive Socially active
Socially
employees
employees
retired
inactive retired
Frequency of
purchase at
different retail
outlets
N=56
N=56
N=77
N=82
N=271
Mean
Mean
Mean
Mean
Mean
F
Sig.
Independent small shops
2.8
3.0
2.9
3.1
3.0
0.85
0.466
Shopping centres
3.0
2.9
2.2
2.4
2.6
7.98
0.000
Departments of Hypermarkets
2.6
2.4
2.4
2.5
2.5
0.39
0.757
Dressmakers
2.5
2.3
2.5
2.2
2.3
1.24
0.296
Catalogues
1.9
2.0
2.0
2.3
2.1
1.57
0.198
Street markets
1.5
1.6
2.1
2.0
1.8
6.07
0.001
Internet
1.4
1.1
1.1
1.2
1.2
3.17
0.025
Few times a year
Frequency of
shopping for
clothes
44.6%
44.6%
66.2%
60.1%
21.4%
28.6%
14.3%
9.8%
17.3%
Few times a month
19.6%
12.5%
11.7%
9.8%
12.9%
Once a week
7.1%
5.4%
1.3%
0.0%
3.0%
More times a week
3.6%
0.0%
0.0%
0.0%
0.7%
Never buy by myself
3.6%
8.9%
6.5%
4.9%
5.9%
100.0%
100.0%
100.0%
100.0%
100.0%
Up to €50
35.7%
57.1%
67.5%
65.9%
58.3%
From €50 to €100
39.3%
33.9%
18.2%
22.0%
26.9%
From €100 to €200
12.5%
7.1%
7.8%
11.0%
9.6%
From €200 to €250
10.7%
1.8%
5.2%
1.2%
4.4%
1.8%
0.0%
1.3%
0.0%
0.7%
100.0%
100.0%
100.0%
100.0%
100.0%
€251 and more
Total
The sample was made up of 34% of
male and 66% of female respondents.
The mean age was 60 years. 12% of the
respondents belonged to the age group 45
to 50 years, 41% to the group 51 to 60,
36% to the group 61 to 70, and 11% to
the group of 71 years and over. Average
household income per month was less
then €800; 28% of respondents lived in
town centres, 37% in suburbs and 35% in
the countryside.
n Results
Where older Slovenes buy their clothes
Older Slovenes most often buy clothes in
small independent shops, then in shopping centres and departments of hypermarkets. They very rarely shop on the
internet or at street markets (Table 2).
older consumers also exist. The main difference is between the employees and the
retired; the latter shop for clothes less frequently than the former. More than 75%
of the socially inactive retired shop for
clothes only a few times a year, compared
with 45% of employees who also shop
for clothes just a few times a year. On the
other hand, none of the socially inactive
retired respondents shopped for clothes
once or more times a week, whereas that
same shopping frequency occurs in almost 4% of the socially active employees.
Generally speaking, more than 60% of
older Slovenes shop for clothes only a
few times per year, 17% once a month
and 13% a few times a week.
How much do older Slovenes spend on
clothes per month?
Statistically significant differences exist
in three places of purchase: shopping
centres, street markets and the internet.
Employees shop in shopping centres
significantly more frequently than the retired, while purchases on street markets
are significantly more frequent among
the retired than employees. Purchases
on the internet are significantly more frequent among socially active employees
than among the other three groups.
The amount of money spent by older
Slovenes is another area where differences between groups occur. Most of the
respondents (58%) spend up to €50 per
month on clothes. The only exception is
the socially active employees, who mostly expend from €50 to €100 per month on
clothes. Overall, employees spend more
on clothes than the retired, while the socially active employees spend more than
socially inactive employees (Table 2).
Regarding the frequency of shopping,
differences among the four groups of
Another focus of our interest was how
much older Slovenes like shopping for
10
75.6%
Once a month
Total
Expenditure
on clothes per
Month in €
Total
clothes. All groups have a moderately
positive attitude toward shopping (3.3
and 3.4), and there are no statistically significant differences between the groups.
What influences the clothes-buying
behaviour of older Slovenes
Shopping for clothes is influenced by
many factors, of which we listed 13.
Generally the most important factors
for older Slovenes were the quality of
work-out, fabric content and ease of
maintenance. The least important factors
were the country of origin and the brand
name (Table 3).
The group of important factors also included price, service and personnel and
laundry instructions.
Who/what influence on clothes style of
older Slovene and how much
As clothes-buying behaviour is influenced by many factors, so is clothing
style also.
Overall, the most important factors on
clothing style were found to be ‘the
clothes I already have’, clothes displayed
in the store, store/window displays and
sales people (3,2). The least important
factors were found to be endorsements from celebrities and friends/
acquaintances (Table 4).
FIBRES & TEXTILES in Eastern Europe April / Juni 2006, Vol. 14, No. 2 (56)
Table 3. The importance of factors which
influence the clothes purchases of older
Slovenes.
Factors
Mean
Quality of work-out
4.0
Easy to maintain
3.9
Fabric content
3.9
Price
3.8
Service and personnel
3.8
Laundry instructions
3.8
Environmentally friendly
3.6
Arrangement inside the store
3.5
Past experiences with the brand
3.4
Payment conditions
3.1
Fashionable
3.0
Brand name
2.7
State of origin
2.6
How older Slovenes agree with statements on clothes-buying behaviour
Older Slovenes overall think that comfort of clothing comes beforetheir appearance; they wear the same clothes for
many years, they check the price before
they buy clothing, they prefer the personal advice of sales people, and liked
to shop for clothes more when they were
younger (Table 5).
On the other hand, they did not agree with
statements such as “I buy clothes if I like
them, even if I don’t need them’’, “I am
loyal to certain brands of clothes’’, “I prefer
to buy clothes made in foreign countries’’,
“I have often bought clothes on credit’’.
If we try to describe the shopping behaviour and some other aspects for each
group, then for socially active employees
we could say that they often drive far to
buy clothes, buy ‘classic’ clothing, and
also do not buy clothes on credit.
As for the socially inactive employees, it
appears that they check the price before
buying and think that comfort comes before appearance; nor do they buy clothes
on credit.
It holds that the socially active retired
wear the same clothes for many years,
prefer the personal advice of sales people
and prefer comfort to appearance. They
often check the price before they buy
clothes, and liked to shop for clothes
more when they were younger. It is not
true that they buy clothes on credit or that
they do not care what they wear.
The socially inactive retired agreed most
with statements such as ‘comfort of
clothes comes before their appearance,
‘I have worn the same clothes for many
years’ and ‘before I buy clothes I check
the price’. They also prefer the personal
advices of sales people, and do not like to
buy clothes as much as they did in their
youth. They do not buy clothes on credit,
nor do they buy clothes they like if they
do not need them. This group is also not
loyal to brands, do not prefer clothes
made in foreign countries, and do not
usually buy sportswear.
Compared with the retired, employees
more often buy sportswear, buy clothes if
they like it even if they are not necessary,
Table 4. The importance of factors which
influence the clothing style of older
Slovenes.
Factors
Mean
Sales people
3.2
Store/window displays
3.2
Clothes displayed on the store place
3.2
Clothes I already have
3.2
Family
3.1
Consort
2.9
Catalogues
2.8
TV/commercials
2.6
Magazines
2.6
Friends/acquaintances
2.4
Celebrities
2.2
and are more loyal to some brands. Also,
they more often drive far to buy clothes,
spend more time before buying, and
more often buy clothes on credit.
Compared with the employees, the retired
prefer the personal advice of sales people,
more of them wear the same clothes for
many years, are more likely to feel that
it is a pity to spend money on clothing,
think that comfortable clothes are more
important than lookstheir appearance,
and also think that in their youth they
liked to shop for apparel more.
In comparison with all the other groups
(socially inactive employees, the socially
active retired and socially inactive retired), the socially active employees tend
to buy more ‘classical’ clothes and prefer
those made in foreign countries, while
the socially inactive retired have shown
this the least.
Table 5. Agreement of older Slovenes with statements on shopping behaviour.
Statements
Socially
active
employees
Socially
inactive
employees
Socially
active
retired
Socially
inactive
retired
Total
N=56
N=56
N=77
N=82
N=271
Statistical data
Mean
Mean
Mean
Mean
Mean
F
Sig.
Comfort of clothes comes before appearance
3.3
3.6
3.8
3.9
3.7
5.1
0.002
I have worn the same clothes for many years
3.3
3.3
3.9
3.9
3.6
8.9
0.000
Before I buy clothes I check the price
3.3
3.7
3.7
3.8
3.6
4.4
0.005
I prefer the personal advice of sales people
3.1
3.3
3.8
3.7
3.5
6.5
0.000
I liked shopping for clothes more when I was younger
3.1
3.3
3.7
3.7
3.5
5.2
0.002
Fashion clothes are not suitable for older consumers
2.9
3.4
3.4
3.3
3.3
4.1
0.008
0.047
I buy classic clothes
3.5
3.4
3.3
3.0
3.3
2.7
I shop at the sales very often
2.9
3.3
3.3
3.4
3.3
2.6
0.051
I often drive far to buy clothes
3.5
3.3
3.2
2.8
3.2
4.4
0.005
I usually buy sports wear
3.0
3.2
2.7
2.5
2.8
5.8
0.001
It is a pity to spend money on clothing
2.4
2.6
2.8
3.1
2.8
5.1
0.002
I spend a lot of time before buying the clothes
3.0
3.2
2.6
2.7
2.8
4.3
0.006
I buy clothes I like even if I don’t need them
3.1
2.8
2.6
2.3
2.7
4.9
0.002
I am loyal to some brands of clothing
3.1
2.9
2.6
2.5
2.7
4.6
0.004
I prefer to buy clothes made in foreign countries
3.0
2.7
2.7
2.5
2.7
3.4
0.019
I have bought clothes on credit many times
2.2
2.3
1.8
2.0
2.1
3.2
0.023
FIBRES & TEXTILES in Eastern Europe April / Juni 2006, Vol. 14, No. 2 (56)
11
Among all groups, socially active employees more rarely check the price
before they buy clothes.
Regarding the statement ‘I shop at the
sales very often’, the socially inactive retired agreed with it in greatest numbers,
whereas the socially active employees
showed the lowest level of agreement
among all four groups.
n Summary
The so-called ‘grey market’ of purchasers aged 50+ is becoming more and more
the focus of marketers, and thus likewise
in the apparel and fashion businesses.
Changes in demographics, growing
numbers and the share of people over 50
results in increased interest in this part of
the population.
In this research, we tried to find out
whether it is possible to use a relatively
simple base to segment older population on the basis of two criteria: retired/
employed and socially active/not active.
These two criteria segmented the sample
into four groups.
We found statistically significant differences between all four segments on six
fields of apparel consumer behaviour
(where our respondents buy clothing and
how often in each retail outlet, whether
they like shopping, how often they buy
apparel, how much they spend, who/what
influences them to buy, who influences
their clothing style and how, and other
statements about consumer behaviour
related to clothing) with the exception
of ‘willingness to shop for clothes’. We
found significant differences in three out
of ten items concerning factors influencing the purchase of clothing, and in three
out of eight items regarding influence on
clothing style. Significant differences
arose in four out of six items connected
with frequency of purchase. Other statements about clothes-buying behaviour
showed differences between groups in
sixteen out of twenty-nine items.
n Conclusion
Taking into account the results of the survey, we can conclude that the population
observed in our research is not homogeneous, although the differences are not
so obvious and numerous as one might
expect regarding the clothing business.
12
When looking at the older population
from the perspective of marketing mixes,
it is important for product management
to keep in mind that older consumers
want more comfortable clothes, that
they buy clothes only if they need them
(and not just if they like it) and, that they
wear clothes longer than other consumers. Older consumers like to shop more
in independent small shops and less in
shopping centres, and that they are very
receptive to personal advice from sales
people as place management is taken
into account. Regarding price management, it is necessary to remember that
older apparel buyers are more pricesensitive, spend less money and shop
less frequently than younger consumers.
Finally, where promotion management
is concerned, it is important to note that
‘grey’ consumers are not loyal to brands
and not so fashion-driven as younger
consumers.
In everyday practice, it is just as important to know where consumers are not
getting their clothing ideas, as where
they are gettingthem from is. Celebrities
and store personnel are at the bottom of
that list. Marketing strategies that rely on
celebrities should therefore be applied
with care. Furthermore, retailers could
make more effective use of their in-store
personnel by improving their approaches
to be friendlier towards older consumers
through training.
In conclusion, both professional and social activities as measured in this study
have proven their usefulness. It would
be also very helpful to determine the
clothes-buying patterns in some other
countries, in order to reach a reliable
basis for comparative analysis.
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Received 07.04.2004
Reviewed 10.10.2004
FIBRES & TEXTILES in Eastern Europe April / Juni 2006, Vol. 14, No. 2 (56)